Institute of Management Development and Research(IMDR)

Advertising is an indispensable tool of product promotion used by business houses all over the world. Advertisers (clients) hire the services of advertising agencies, which are organisations of creative people specialised in preparing advertising plans. They render services like market analysis, research assistance, media selection, consultancy services, audience identification, new product launching assistance, etc. The study examines the perspective of advertising agency personnel on their role in product promotion. The study considered 14 variables related to product promotion services by advertising agencies. Factor analysis was applied to categorise the variables into relevant factors. The study revealed four significant factors, such as Evaluation, Extension, Exposure and Existence, which influence the clients' decisions on hiring an agency. Each extracted factor encompasses three prominent variables related to agency services. Broadening the service horizons to these factors will definitely reinforce the efforts of advertising agencies in getting more clients and also help to ensure their retention in the long run. Keywords:- Product Promotion, Advertising Agency, Accreditation, Advertiser,
Creativity.

This study explores the effect of socio-economic factors on consumer buying behaviour in Kerala's E-tailing market for electronic products. Key factors such as gender, age, marital status, annual income, and education influence online purchasing decisions. With Kerala's high digital adoption, understanding these dynamics is essential for E-tailers. Findings reveal that higher-income groups exhibit greater trust in e-commerce, while middle-income consumers are more influenced by discounts and EMI options. Education affects purchasing decisions, as educated consumers conduct extensive research before buying. Younger consumers, familiar with digital transactions, prefer E-tailing, whereas older consumers often have security concerns. Brand preferences are shaped by gender. Trust, secure payment methods, and return policies play a crucial role in purchasing behaviour. The study concludes that socio-economic factors significantly shape E-tailing trends in Kerala. E-tailers must adopt targeted marketing strategies to enhance trust, engagement, and sales in the electronic products segment.
Keywords:- E-tailing, Consumer Behaviour, Socio-economic Factors, Kerala, Electronic Products.

The past decade's technology-driven dramatic shift in lifestyles, work habits and consumer behaviour, amplified by social networks, has created unprecedented income and consumption opportunities. This digital realm caused the emergence of a transformative paradigm in the contemporary labour markets, the Gig Economy. While temporary or independent work, often referred to as "gigs", has historical precedent, the modern Gig Economy is defined by novel, technology-facilitated employment. This study employs the bibliometric analysis of 1576 studies from Scopus and Web of Science (WoS) databases, using the PRISMA Model to provide a comprehensive intellectual mapping of gig economy research by leveraging advanced quantitative techniques, including descriptive analysis, citation analysis, and coauthorship analysis, clustering by coupling, co-occurrence analysis, and bibliographic coupling by considering the Total Link Strength (TLS). The findings reveal the interdisciplinary nature of the field, with significant intersections across core work, workplace and labour dynamics, while advancing a robust foundation for future research in an increasingly platformized world.
Keywords:- Gig Economy, Gig Work, Bibliometric, Citation Analysis, Thematic Structure.

This bibliometric review provides a comprehensive analysis of research on tourism-led gentrification, covering 225 documents from 106 sources spanning
1991 to 2025. Central keywords "gentrification" and "tourism" emphasise the role of tourism as a driver of urban transformation, reshaping economic and social dynamics while often contributing to local displacement and changes in cultural identity. The study highlights interdisciplinary themes such as urban planning, tourism development, and socio-economic impacts, with significant insights from leading journals including Sustainability, Urban Studies, and Tourism Geographies. Prominent authors like Cocola-Gant and Jover reflect the field's blend of geography, sociology, and urban studies perspectives, capturing the complexity of tourism-induced gentrification. This review identifies dominant narratives, key contributors, and influential sources, providing a robust foundation for future studies. It also sheds light on the socio-cultural implications of tourism-fuelled gentrification, offering insights into how tourism reshapes urban landscapes, social fabrics, and economic structures globally.
Keywords:- Tourism-led Gentrification, Urban Transformation, Socioeconomic Impacts, Urban Planning, Cultural Displacement.

This study investigates the adoption of electric scooters, focusing on the factors that influence purchase decisions and post-purchase satisfaction. Key aspects such as cost, range, charging infrastructure, design, and environmental impact are explored, along with challenges like high upfront costs and limited facilities. Data was collected from 50 electric scooter users in Alappuzha through a structured questionnaire. The findings provide useful insights for manufacturers and policymakers to encourage electric scooter adoption and improve user satisfaction, promoting sustainable urban transport. The study would also provide valuable insights to policymakers, manufacturers and researchers to develop effective strategies and initiatives that foster the adoption of electric scooters and accelerate the transition to a sustainable transportation future. In this light, the study is considered significant.
Keywords:- Electric Scooters, Buyers Commitment, Purchase Intention, Purchase Decisions, Energy Saving.

The two main fundamental aspects of economic development and growth are technology and technological advancement. The technical change in both form and function is a result of invention and innovation. Technology change in practice is brought about by technology diffusion. The fishing industry plays a significant role in the growth of a country. The efficiency of fishing and related operations was improved by the modernisation and advancement of existing fishing technologies. However, it has also had some detrimental effects on individuals who are unable or unwilling to keep up with advancements in fishing technology. Since it is related to fishing sustainability, the debate between fishing that is motorised and non-motorised fishing has gained a lot of traction among academics. Mechanised fishing had a positive economic impact on fishermen who adopted technology, but it hurt fishermen who did not. In this backdrop, the present study investigates the perception and concern of fisherfolk regarding the Implementation of modern technology in Kerala.
Keywords:- Technology, Modernisation, Fishing Sector, Marine Fisheries, Fisher Folk

The Banking and Life Insurance sectors in Kerala, which play a critical role in the state's economy, are no exceptions to the global trend of digitisation. Public and private sector banks, along with life insurance companies, have begun integrating e-HRM into their operational structures. The increasing reliance on technology has prompted organisations to adopt Electronic Human Resource Management (e-HRM) systems to improve Efficiency, Accuracy and Overall Productivity. e-HRM refers to the use of digital tools and platforms to manage various HR functions. While considering the status of e-HRM, it is inevitable to go deeply into the issue and find out the various HR functions wherein this electronic mode has placed itself, replacing the manual or traditional HRM. Therefore, the objective of the present paper is to analyse the extent to which e-HRM is adopted to perform various functions in the selected Banking and Life Insurance Companies.
Keywords:- e-HRM, HRM, HR Functions, Banking Sector, Insurance Sector.

Using the ARIMA (Auto Regressive Integrated Moving Average) model, this study investigates the dynamics of Foreign Direct Investment (FDI) in India,
concentrating on its patterns and behaviour across time. The study intends to examine past data to identify trends in Foreign Direct Investment inflows and predict future developments, offering important insights into how FDI affects India's economic growth. Future FDI inflows are predicted, important affecting factors are identified, and the stationarity of FDI series is examined using the ARIMA model. It is anticipated that the results will provide crucial information to help businesses, investors, and policymakers plan their foreign investment strategies in India. This study offers a more thorough comprehension of how domestic policies and changes in the global economy impact FDI trends.
Keywords:- Foreign Direct Investment (FDI), ARIMA Model, Economic Forecasting, Time Series Analysis, India's Economic Development.

The COVID-19 pandemic has accelerated the adoption of remote working, and it's likely to continue in the post-pandemic era. As remote working continues to be an innovative, technology-enabled working model, there is a need for a well-represented study on the preference of employees for remote working in the post-pandemic era and how it impacts their personal, family and mental well-being. This study explores the preference of IT professionals for remote working and its impact on their personal, family, and mental well-being. A survey of 435 professionals from three IT parks in Kerala reveals that remote working professionals prefer to continue working remotely for the rest of their careers. The study finds significant differences in work-life balance, job satisfaction, and well-being across remote, hybrid, and in-office IT professionals. The results suggest that workplaces need to increase flexibility to accommodate the demand for remote working arrangements. The study's findings have implications for employers seeking to support the well-being and job satisfaction of their employees in a post-pandemic world.
Keywords:- IT Industry, Job Satisfaction, Mental Well-being, Remote Working, Work Life Balance.

This study aims to evaluate the satisfaction level of subscribers of the National Pension Scheme in the organised sector that offers a regular pension to subscribers after their retirement. It gives an opportunity to invest and accumulate small savings from various people and a lump sum amount as regular income through an annuity plan of retirement. The research was conducted through a structured questionnaire distributed among organised sector employees in the Central Government, State Government and Aided Sector. Key dimensions of satisfaction, such as employers' contribution to the scheme, stock market investment, tax benefit, and fund management NAV Performance and transparency were analysed. The findings indicate a moderate to high satisfaction among most subscribers, though gaps were noted in areas like partial tax exemption and no guarantee of minimum return. Statistical tools were used to identify the correlation between demographic factors and satisfaction levels. The study concludes with recommendations for policymakers and service providers to enhance user experience and trust, thereby ensuring greater participation and long-term sustainability of such schemes, authorities shall set up a Grievance redressal cell to handle complaints and grievances of subscribers.
Keywords:- NPS, Organised Sector, Annuity Plan, NAV Performance, Fund Management.

The purpose of this study is to determine the relationship between the employee experience and employee engagement among co-workers. The study is descriptive, and a purposive sampling method was applied in this study. The research measuring instrument used for employee experience is based on the theory of Jacob Morgan (2017), and for measuring employee engagement, the Utrecht Work Engagement Scale (developed by Schaufeli & Bakker, 2004) was used. The relationship between the two variables is positive; the result indicates that the correlation between experience and engagement is 0.639, and there is a positive correlation. There is no difference in employee experience and engagement based on their gender, whereas job role may influence engagement, with certain roles potentially fostering higher engagement levels. The findings of this study are consistent with the results of the previous studies related to employee experience and engagement. When the employee experience is high, that will lead to higher engagement among employees in co-working spaces.
Keywords:- Employee Experience, Employee Engagement, Co-working Spaces, Work Environment, Cultural Environment.

The concept of women's empowerment is very hard to state. Economic progress of an individual won't call him or her empowered as many factors are associated the empowerment. Kerala is a state where coir units significantly contributed to the socio-economic development of the state. In coir units, as the majority of the workers are female, every positive or negative step will affect their work and social life. This article aims to find out the effect of mechanisation on the empowerment of women workers in Kerala. This study was conducted in coir capital of Kerala, Alappuzha with a sample of 100 respondents. The study found that progress in mechanisation helped the women workers to achieve not only economic empowerment but also empowered them as workers and helped them in achieving a better social life. The coir unit owners also stated that through mechanisation, not only does the cost of production reduce, but it also helps in increasing the work days and in attaining organisational efficiency.
Keywords:- Empowerment, Mechanisation, Organisational Efficiency, Coir Unit, Social Life

The present study investigates the impact of social and economic factors on food consumption patterns in Kerala by concentrating on three income groups, namely lower, middle and upper. The research explores how social settings, cultural contexts, income levels, and accessibility shape food choices, while also identifying reasons behind shifting food habits beyond these factors. It employed descriptive and analytical methods to collect data from households in three districts, using gender and income as principal determinants. The study employed descriptive and analytical methods to collect data from households across three districts, concentrating on gender and income as key factors. The findings of the study revealed that food consumption is highly reliant on income: higher income groups spend more on outside food, fast food in particular. Gender does not play a role in the perception of social and economic influences. Relying on advertisements and general opinion, respondents reported confusion in choosing healthy food options.
Keywords:- Food Consumption, Gender, Income, Social Factors, Cultural Factors.

Tax policies always influence economic development and individual financial behaviour. Taxation practice in India starts from ancient civilisations, scriptures like Manusmriti and Arthashastra laid down early methods of taxation. India's tax system has undergone numerous transformations, especially in the modern era, with the introduction of various tax regimes. This study aimed to analyse investor perceptions of 80C tax-saving instruments. Primary data have been collected through a well-structured questionnaire from 78 purposively selected taxpayers in Kerala, and secondary data from academic journals, financial reports, and websites. For analysing collected data, descriptive statistical tools have been used, and for testing the hypothesis, the t-test was applied. The study shows that most taxpayers prefer the new tax regime over the old tax regime. This preference is due to its lower tax rates and simplicity. Many taxpayers invest in financial instruments eligible for Section 80C deductions to accumulate wealth and maximise tax savings primarily for old age security. But the new tax regime offering lower tax rates eliminates most deductions, including those under Section 80C. Old tax regime deductions remain popular among taxpayers who prioritise tax-saving investments and deductions.
Keywords:- Tax, Section 80C, Investors Perception, New Tax Regime, Old Tax Regime.

The Haritha Kerala Mission, initiated by the State Government of Kerala, represents a significant shift towards sustainable waste management practices in the region. This mission is focused on the 3 Rs principle (Reduce, Reuse, and Recycle) and aims to address the increasing waste management challenges in Kerala, driven by rapid population growth and urbanisation. The mission's multifaceted approach includes decentralised waste management systems, the establishment of Material Collection Facilities (MCFs), Resource Recovery Facilities (RRFs), and the mobilisation of the Haritha Karma Sena, a women-led group trained in waste collection and resource recovery. This study examines the effectiveness of these strategies in contributing to Kerala's overall sustainable development goals, highlighting innovative practices such as waste-to-wealth initiatives and community engagement programs. The results demonstrate significant progress in managing municipal solid waste, reducing environmental impact and promoting community involvement in waste management.
Keywords:- Sustainable Waste Management, Haritha Kerala Mission, Material Collection Facilities (MCFs), Resource Recovery Facilities (RRFs), Haritha Karma Sena (HKS).

Participatory Forest Management (PFM) in Kerala aims to conserve biodiversity while enhancing the livelihoods of forest-dependent communities. However, women's contributions to these efforts often go unrecognised. This study examines the involvement of women in Vana Samrakshana Samithies (VSSs) within Ponmudi's natural sanctuary through in-depth interviews and qualitative analysis. It explores their roles, perceptions, and the socioeconomic impacts of their participation. Despite their commitment to environmental conservation, women face challenges such as inadequate facilities and financial constraints. The study highlights these barriers and proposes solutions to improve basic amenities, healthcare access, fair compensation, and inclusive decision-making. By acknowledging women as key drivers of change, it advocates for their empowerment within forest-dependent communities. Strengthening gender equality in forest management can enhance both community well-being and environmental sustainability. Coordinated efforts are essential to foster long-term ecological and social resilience, ensuring that women receive due recognition and support in conservation initiatives.
Keywords:- Participatory Forest Management, Women's Roles, Challenges in Participation, Socioeconomic Impacts, Ponmudi Ecotourism.

This study examines the entrepreneurial attitudes of 200 undergraduate students at Kannur University, concentrating on their intentions, influencing factors, and the role of university support programs. Findings indicate that 55 per cent of students have well-built entrepreneurial intentions, driven by high self-efficacy (70 per cent) and risk-taking willingness (65 per cent). However, barriers like limited funding (50 per cent) and fear of failure (45 per cent) hinder progress. University programs crucially boost confidence, with 75 per cent reporting increased self-assurance and 80 per cent acknowledging enhanced entrepreneurial intentions. Qualitative insights highlight the need for more practical support, such as mentorship and hands-on learning, to prepare students for real-world challenges. Recommendations include expanding funding opportunities, introducing structured mentorship programs, and integrating experiential learning into the curriculum. These measures aim to reduce obstacles and cultivate a strong entrepreneurial ecosystem. The study provides valuable insights for policymakers and educators seeking to nurture future entrepreneurs.
Keywords:- Entrepreneurial Attitudes, Self-Efficacy, Risk Taking, University Support, Entrepreneurship Education.